In this new episode of Market'In, we have decided to discuss the latest report of the B2B Institue, by Derek Yueh, "How B2B Tech Brands Grow" with two LinkedIn Ads experts, who have been working with hundreds of companies to help them build a sustainable growth with LinkedIn.
Despite marketing's critical role in B2B technology companies, marketing leaders (particularly brand) don’t always get to exert the same influence as their peers in product. Exacerbating this imbalance over the past few years is the popular GTM strategy of “Product-Led Growth” (PLG), a theory that promises brands outsized growth by leveraging product as the main vehicle to drive acquisition, retention, and expansion. So, do PLG strategies deliver substantially different outcomes compared to traditional GTM strategies for B2B tech brands?

In this episode, we explore the situations where a PLG approach is interesting, but also the limits it can have to build a sustainable growth. We also talked about the role of investors, VFOs or CEOs in implementing those strategies and how marketers can talk with them to balance a short term approach with building mental availability for your brand in the long term.

If you are solely relying on "sign up for a free demo" CTAs, you might find this discussion interesting, or even eye opening!

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